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BÁO CÁO THỰC TẬP đề tài TÌNH HÌNH THỰC TẾ VÀ BIỆN PHÁP CẢI THIỆN CÔNG TÁC CHĂM SÓC KHÁCH HÀNG TẠI IEIINTERNSHIP REPORT: SITUATION AND SOLUTIONS TO IMPROVE CUSTOMER SERVICE OF IEIBáo cáo thực tập ĐH Công Nghệ TP.HCM khoa tiếng anhThis paper deals with Internship’s specific tasks and responsibilities, as well as Internship’s purposes and significance. In particular, Customer Service is mentioned as an important part to help maintain and expand business operations. Business competition rate is more and more increasing due to development of globalization and technology, this creates an important role of customer service in competitive advantage of enterprises.In the context of keen competition of a large number of English Language Centers in Ho Chi Minh city, IEI (International Education Institute) is introduced as a fairly successful unit in customer service process. Although IEI institute has to encounter many difficulties which relate mostly to customer service, it still makes efforts to intensify competitive possibilities for existing and developing.Based on practical, the topic “Situation and Solutions to improve customer service of IEI” is chosen for this internship report.
FACULTY OF FOREIGN LANGUAGES INTERNSHIP REPORT TOPIC Situation and Solutions to improve Customer Service of IEI INSTRUCTOR: TRAN THI NGOC LINH STUDENT: TRƯƠNG THỊ BĂNG TRINH CLASS: 11CTA06 CODE: 1117010332 July 2014 July 2014 Company’s Comments ___________________________________________________________________ ___________________________________________________________________ ___________________________________________________________________ __________________________________________________________________ ___________________________________________________________________ ___________________________________________________________________ ___________________________________________________________________ ___________________________________________________________________ ___________________________________________________________________ __________________________________________________________________ ___________________________________________________________________ ___________________________________________________________________ ___________________________________________________________________ ___________________________________________________________________ __________________________________________________________________ Ho Chi Minh City , …………… July, 2014 Signature Supervisors’ Comments Supervisor 1 ___________________________________________________________________ ___________________________________________________________________ ___________________________________________________________________ ___________________________________________________________________ __________________________________________________________________ ___________________________________________________________________ ___________________________________________________________________ ___________________________________________________________________ __________________________________________________________________ Supervisor 2 ___________________________________________________________________ ___________________________________________________________________ ___________________________________________________________________ ___________________________________________________________________ ___________________________________________________________________ ___________________________________________________________________ ___________________________________________________________________ ___________________________________________________________________ __________________________________________________________________ Table of Contents ACKNOWLEDGEMENTS EXECUTIVE SUMMARY I. INTERNSHIP’S DESCRIPTION 8 1. Internship overview 8 2. Internship’s discription 8 2.1. Internship’s description 8 2.2. Some information of the deparment recruiting internship 9 2.3. Specific tasks and responsibilities 9 3. Purposes and Significance of the internship 10 3.1. Achieved experiences after the intership 10 3.2. Purposes and Significance of the internship 10 II. IEI (INTERNATIONAL EDUCATION INSTITUTE) OVERVIEW 11 1. Establishment and Development history 11 2. Organization of management 13 3. Functions of each department 13 4. Potentiality 14 4.1. Material facilities 14 4.2. Personal staff 15 5. Some elements affecting IEI’s business 15 5.1. Economic factors 15 5.2. Customer 16 5.3. Competitors 16 III. SITUATION AND SOLUTIONS TO IMPROVE CUSTOMER SERVICE OF IEI 16 1. Results of business operations from 2011 to 2013 16 1.1. Situation of business operations 16 1.2. Assessment of business operations 18 2. Real situation of IEI’s Customer Service 18 2.1. Classification 18 2.2. Activities supporting to Customer Service 19 a. Advertisement 19 b. Promotions 20 c. Workshops, contests and other activities 20 3. Assessment of Customer Service 21 3.1. Obtained results 21 3.2. Several shortcomings need to be improved 21 4. Solutions to improve IEI’s Customer Service 22 4.1. Improving organizational methods 22 4.2. Improving staff qualification 23 4.3. Improving Customer Service quality 23 4.4. Intensifying marketing and promotion 23 4.5. Upgrading equipment and facilities 24 IV. RECOMMENDATIONS AND CONCLUSION 24 1. Solutions to improve IEI’s Customer Service 24 2. Solutions to improve IEI’s Customer Service 25 APPENDIX REFERENCES Acknowledgements *** First, I would like to extend my deep gratitude to all of the teachers of the Foreign Languages Department, HUTECH University. Without their close assistance, this paper is impossible. My heartfelt gratitude to Ms. Nguyen Thi Ngoc Linh for her invaluable contribution to the making of this paper. Then, I am obliged to IEI institute’s management for their practical help by means of information offered on the subject matter. Last but not least, I am sincerely grateful to my parents and my sisters for willingness to share housework and supporting side by side while I conduct researches. Executive Summary *** This paper deals with Internship’s specific tasks and responsibilities, as well as Internship’s purposes and significance. In particular, Customer Service is mentioned as an important part to help maintain and expand business operations. Business competition rate is more and more increasing due to development of globalization and technology, this creates an important role of customer service in competitive advantage of enterprises. In the context of keen competition of a large number of English Language Centers in Ho Chi Minh city, IEI (International Education Institute) is introduced as a fairly successful unit in customer service process. Although IEI institute has to encounter many difficulties which relate mostly to customer service, it still makes efforts to intensify competitive possibilities for existing and developing. Based on practical, the topic “Situation and Solutions to improve customer service of IEI” is chosen for this internship report. I. INTRODUCTION: 1. Internship overview An internship is a form of experiential learning that integrates knowledge and theory learned in the classroom with practical application and skills development in a professional setting. “Internships give students the opportunity to gain valuable applied experience and make connections in professional fields they are considering for career paths; and give employers the opportunity to guide and evaluate talent.” – NACE (National Association of Colleges and Employers). 2. Internship’s description 2.1. Internship’s description Department: Marketing & Communication of International Education Institute Duration and Schedule: 1 month, Mon - Sat, 8am – 5pm Requirements: - Students who are required by their universities to undergo training or internship program that are credited in majors: Marketing, Foreign Language in English, Business Administration/Management, International Relations, Commerce, Foreign Trade. - Immediate to Advanced English in general Speaking, Listening, Reading, Writing - Advanced Computer skill - Being proactive, self-motivated, and quick learner. Job Description : - Managing and being responsible for all online marketing channels which are important touch-points communicating to customers - Regulating and reporting daily operations/activities occurred in all IEI’s forums and other online social networks - Giving support and being trained in general Marketing and Student Recruitment activities. - Contributing and to be trained becoming key personnel in trainees/interns orientation and development for following internship intakes. 2.2. Some information of the department recruiting internship I apply internship post in Marketing & Communications Office, one of divisions belonging to the IEI Institute. Its functions will be described in detail at chapter II, page 14. Marketing & Communications Office is divided into several teams which each of them has seperate functions. These teams consist of Consulting team, Communications team, Marketing team and Design team. Every team has a leader assuming responsibilities for seperate tasks. I work in Consulting team which has responsibilities for directly contacting with customers. 2.3. Specific tasks and responsibilities - I work as a consultant. My main responsibilities are help students who want to register Institutional TOEFL and placement tests complete their procedures. When a customer comes to the institute to ask information of IEI’s programs, I also provide him/her with information and consult him/her to choose a suitable class. - In addition, I make phonecalls to introduce English Training programs and send emails for potential customers. Of course after a working day, I have to send a statistical report to my instructor in the Institute to inform her how many phonecalls I made a day (to detail and to clarify them). - I also work as a receptionist. I assume responsibility for greeting people coming to the Institute for private business, for instance, customers meeting employees of other departments, and answer phonecalls. - Sometimes, the Institute holds workshops at weekend, I will make phonecalls to confirm the number of attendants according to the list that people registered online. 3. Purposes and significance of the internship 3.1. Specific acquired experiences after the internship - Applying what was learned during courses (theory, skill development, professionalism) to the workplace. For example, having opportunities to apply Secretarial Skills & Office Administration. - Knowing how to use office technical equipment (printer, photocopier, fax machine ) - Improving soft skills (contacting with a lot of people and building good relationships) as well as skills of negotiation and convince, computer skills and Listening-Speaking skills (thanks for contacting with foreign customers and foreign teachers of the Institute). 3.2. Purposes and significance of the internship There are very few courses at college that provide students with a specific professional qualification. Internships will introduce students to potential future work environment and they will be able to decide whether these meet their career wishes and interests: - Giving students career opportunities. If an intern gives his best to the company, he may get a permanent position in the same company after completing the internship program. - Doing an internship is also a great learning experience. The entire internship allows students to identify his strengths and weaknesses, and use both of them to the best advantage of his job and company. This real life experience allows them to judge and identify their abilitites of completing the given tasks. - It also helps improve skills. Several skills and tasks are necessary to accomplish a job effectively and efficiently. These skills are imparted to a student during his intern period. [...]... of understanding its competitors clearly, the Institute offers suitable policies of price and service to make its own advantages Beside price strategies, IEI also speeds up many marketing activities to approach customers effectively III SITUATION AND SOLUTIONS TO IMPROVE CUSTOMER SERVICE OF IEI 1 Results of business operations from 2011 to 2013 1.1 Situation of business operations Table 1 Results of. .. potential customer resources (e.g potential customers haven’t used its service yet, customers are using competitor’s service and customers leave its service to move to competitor’s service) and convince them to use its service c In particular, IEI often has obstacles in beginning new English training classes due to lack of the number of requisite students An English class which wants to be opened needs to. .. market, to stand firm in the face of market difficulties, IEI should improve and enhance its service incessantly And one of many important issues that need to be improved is customer service Manage and custody customer well help a company build a good relationship to customer and raise their competitive capability Therefore, customer service should be constantly perfected to chasing with development of. .. changes in recent years The Institute popularizes its image and programs to customers nationwide Besides, IEI organizes free mock tests of TOEFL, IELTS, TOEIC annually and workshops, exchange programs monthly to attract more customers and increase its popularization 2 Real situation of Customer Service 2.1 Classification of IEI s customer Customer’s demands are various For example, some students not only... influences of customer service on the revenue of IEI and benefit of each person 4.3 Improving Customer Service quality - Although convincing customer to register IEI s programs is very important, service quality is the most essential It’s like “ Good wine needs no bush”, a good service can attract customer well In the process of providing service, it can consist of consulting, helping customers in their... on each customer s demand, the Institute clarifies customer and divides it into some kinds and levels to create suitable methods for a good service Specifically, customer is divided into 3 groups: - Individual customer: This customer group accounts for a high rate with the number of student from high schools, colleges and universities in Ho Chi Minh city - Organic customer: Beside concerning to the... People who want to register but classes they require aren’t opened So, they move to other centers which can meet their demands 4 Solutions to improve IEI s Customer Service 4.1 Improving organizational methods From the very beginning, IEI attached special importance to customer service and assigned this duty to Marketing & Communication department To help customer service system work well, IEI should organize... motivations for IEI s improvements in customer service 3.2 Several shortcomings need to be improved Despite of these achievements, IEI needs to overcome some difficulties as follow: a IEI s competitors always know how to seize opportunities as well as changes and trends of the market Therefore, they promptly update and change their strategies to suit for situations This requires that IEI has to keep pace... orderly and flexibly - In customer service system, a leader should be appointed to manage as well as take responsibility for total activities - Recruiting and arranging employees who are expert on marketing and customer service to work in the department - Managers of this department should consider and estimate activities frequently to set forth methods and changes - Duties of each custody special customer. .. are usually affected by economic situations: developing, stable or regressive 5.2 Customer Customer can’t be apart from competitive environment This factor can be considered as the most precious treasure of a company To achieve it, a company should satisfy customer s demand and liking more than its competitors do The various kinds of customer as well as customer s demands are complex However, the Institute . activities to approach customers effectively. III. SITUATION AND SOLUTIONS TO IMPROVE CUSTOMER SERVICE OF IEI 1. Results of business operations from 2011 to 2013 1.1. Situation of business. marketing and promotion 23 4.5. Upgrading equipment and facilities 24 IV. RECOMMENDATIONS AND CONCLUSION 24 1. Solutions to improve IEI s Customer Service 24 2. Solutions to improve IEI s Customer. affecting IEI s business 15 5.1. Economic factors 15 5.2. Customer 16 5.3. Competitors 16 III. SITUATION AND SOLUTIONS TO IMPROVE CUSTOMER SERVICE OF IEI 16 1. Results of business